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Healthcare and pharma TV ad spending shifts toward CTV
The data: Healthcare and pharma connected TV (CTV) ad spending will surpass linear TV expenditures by 2028, according to EMARKETER’s 2026 just-updated ad spending forecast by industry. CTV spending will reach $4.69 billion this year, up 23.7% YoY, and jump to $6.24 billion by 2028. Meanwhile, linear TV spending will decline to $5.89 billion this year, down 6.5% YoY, and decrease to $5.45 billion by 2028.
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Why it matters: CTV is taking a larger role in targeted healthcare and pharma advertising, while linear TV remains a major channel for reaching broad audiences.
Healthcare and pharma advertisers spend 14.8% of their total digital advertising budgets on CTV—the highest among any category EMARKETER tracks.
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